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The Chobani Greek Yogurt brand has inked a multi-year partnership with IMG to build brand awareness and yogurt consumption at colleges and universities through distribution and visibility on-campus and at retail.
The program, which will include a digital content series on Campus Insiders -- a college sports digital network -- and events themed around each school’s various sports, aims to increase the brand's presence in local retail locations, food service and at athletic facilities, among others. The program will initially launch at 17 universities, and will grow to more than 27 by its third year.
“College students, sports fans and players alike have a great deal of passion for their teams and traditions and we feel exactly the same way about how we craft our yogurt," said Peter McGuinness, chief marketing and brand officer for Chobani.
"Our mission has always been to provide better food to more people and this partnership builds off our current school programs while opening up significant new opportunities,” McGuinness continued. “The IMG College partnership allows us to deepen our connection with colleges and universities across the country while helping us reach passionate students, athletes and fans in local, relevant and authentic ways.”
The new partnership aligns with Chobani’s current school-based grassroots programs, which include a recently won second contract with the U.S. Department of Agriculture’s school lunch program, as well as an on-going campus sampling tour that brings the brand’s signature café experience to schools, colleges and universities throughout the country.